Understanding why and when people come to your site is key to optimising your marketing, and depending on your type of content, the weather can be a key component to track, monitor and analyse. Tuomo has some more info on this.
“The real-world weather can have a significant effect on your websites’ traffic and potential marketing opportunities, and is definitely something that’s worth implementing in your analytics, especially if your business is dependent upon weather conditions, seasons, etc.
Something as simple as seeing an increase in traffic or seeing specific product sakes or conversions increasing on rainy days can lead to marketing opportunities, such as planning short campaigns or increasing your ad bidding (for related products) for days when you know the weather will be poor. While this is obvious for certain products e.g. sunscreen will sell well on sunny days, it may offer insights to other products or services you offer whereby you may not have imagined the weather would or could play a part in buying habits.
Google’s Universal Analytics allows for custom dimensions and metrics (with the help of Google Tag Manager – GTM), and this is a great opportunity to easily add weather information to the cross-reference with the rest of your data. Here’s some high-level details on setting this up:
- Create a new custom tag in GTM (utilise the code from the link at the end)
- Utilise an open weather API in your tag
- Create a custom dimension in GA
- Create a new macro in GTM
- Edit and configure your GA tag
For a detailed, step-by-step, set of instructions on how to create an implement the above, please have a read of Simo Ahava’s great blog post.”